Super Bowl LIV 2020 Sponsorship Recap Tandem Blog


In this Super Bowl 2020 recap, we're breaking down of all the brands that activated at the Super Bowl LIV Experience, as well as the investment levels for all sponsors that participated, including those that did not have physical activation space.

Okay, but seriously… we’re still reeling from that epic comeback during this year’s Super Bowl! That being said, the part that really excited us was the Super Bowl LIV Experience, which featured nineteen (19) total sponsor activations from eighteen (18) different brands.

Here’s a list of those brands, and also a a breakdown of our favorite 5 sponsorship activations during Super Bowl 2020.

The 18 Super Bowl LIV Sponsors:

  1. Bridgestone
  2. Campbell’s Soup
  3. FedEx Ship Center
  4. Ford
  5. Hunt Auctions
  6. Lowe’s
  7. NFL Auction
  8. Oakley
  9. Panini
  10. Proctor & Gamble
  11. RISE
  12. Sleep Number
  13. TEAM Coalition/MADD
  14. Tik Tok
  15. United Way
  16. USO
  17. Visa / IMG Fashion
  18. Wilson



Bridgestone, who is the Official Tire of the National Football League (NFL), partnered with former Atlanta Falcons running back Warrick Dunn and current Carolina Panthers tight end Greg Olsen to highlight the idea of “Clutch Performance.” The parallel being between Bridgestone’s performance tires and NFL players who deliver similar clutch performances.

Both of these players are at the helm of charities – Warrick Dunn Charities and The Greg Olsen Foundation – which were spotlighted and supported by Bridgestone during this year’s Super Bowl.

The activation, centered around “Bridgestone Performance Moments,” gave fans the opportunity to catch a pass from NFL players and Legends throughout the week leading up to the Super Bowl. The activation was direct correlation between the performance of players on the field and the company’s tires.



Campbell’s also followed the humanitarian route and partnered with several NFL players to celebrate unsung heroes in local communities as part of the Champions of Chunky campaign.

Dak Prescott donated more than 100,000 bowls of Campbell’s Chunky Soup to the Miami Rescue Mission and helped serve soup to those in need. He also surprised the Mission’s Head Chef, Calvin “Big Mac” McFadden with tickets to Super Bowl LIV.

Within their footprint at the Super Bowl, free samples of Campbell’s Chunky Soup were handed out and fans were invited to play tic-tac-toe for a chance to win an Gift Cards as well as other NFL prizes.

MIAMI, FLORIDA - JANUARY 29: Dak Prescott attends the Dallas Cowboys' Dak Prescott & Campbell's Chunky Soup Donate 100,000 Bowls of Soup to Miami Homeless Shelter on January 29, 2020 in Miami, Florida. (Photo by Dia Dipasupil/Getty Images for Campbell's Chunky Soup)



Do you know who delivers the 7 pound $50,000 Tiffany & Co. Vince Lombardi Trophy for the Super Bowl?

You guessed it.

It’s FedEx. Who is also the Official Delivery Service Sponsor of the NFL.

And this was their 20th consecutive year doing so, safely and successfully.

Fans could get their photos taken with the trophy as part of the Super Bowl Experience at the Miami Beach Convention Center, where a FedEx truck was artfully placed right next to it.

At this year’s Super Bowl, they offered fans an opportunity to send home their Super Bowl souvenirs from within their activation space, titled the “FedEx Office Shipping Center,” located just at the exit of the NFL Shop.



Ford started campaigning for Super Bowl LIV back in July 2019 with a “Ford Football Hall of Fans Contest” which ran up until December 22nd, 2019. Fans were given a chance win a trip to Super Bowl LIV, 2020 Pro Football Hall of Fame enshrinement, and a brand spankin’ new 2020 Ford F-150.

More than 150,000 fans signed up, but only three (3) finalists were selected, courtesy of over 300,000 online votes. Here’s the big reveal:

“Much like Ford is built around the passion of the people who drive our cars, the NFL relies upon the passion of its loyal fans,” said Jim Peters, Ford brand content and alliances marketing manager. “We’re thrilled to have a mechanism like the Ford Hall of Fans exhibit to pay tribute to those fans.”

Ford’s F-Series is the Official Truck of the NFL, as part of a three-year sponsorship deal announced in February 2017.

Within their activation space, Ford presented a scream machine and gave fans an opportunity to show off their end-zone celebration and create their own custom rally towels. And of course, there was a Super Bowl LIV F-150 on display for photo-ops.



Contrary to most sponsors, Lowe’s opted out of airing a Super Bowl commercial this year, but still wanted to make an impact in their first year as the Official Home Improvement Sponsor of the NFL.

Lowe’s initially launched a campaign called “Bring It Home” which was designed to let customers know that Lowe’s is the place to get ready for Super Bowl LIV. The campaign encouraged fans to purchase home improvement products or one of the 10,000 NFL-branded products sold online to makes their home Super Bowl ready.

In an effort to keep this campaign’s momentum going, Lowe’s built a neighborhood inside their footprint at the Miami Beach Convention Center, with each customized home in the neighborhood representing the 32 teams across the country.

Adweek reported on this special activation with a video, which you can watch at the link here.

In addition, Lowe’s also went the humanitarian route with more than 200 volunteers participating in the 25th Annual Kickoff to Rebuild campaign where volunteers help replace roofs, renovate kitchens, install hurricane impact windows and wheelchair ramps, paint, landscape and more.

They even honored employees in high performing stores with NFL-themed parties, and offered customers chances to win tickets to Super Bowl LIV.

You can find more details of how Lowe’s leveraged their partnership with the NFL on their website.



According to NS Business, there were many more sponsors involved in Super Bowl 2020, which some steep investment levels. Here’s a list below, and you can also read the full article on their website.

Amazon $75m
Amazon Web Services $6m
American Medical Response $1.5m
Anheuser-Busch InBev $230m
Aquafina $100m (part of PepsiCo deal)
Aramark $2m
BABE $230m (part of AB InBev deal)
Bose $2.5m
Bridgestone $5m
Bud Light $230m (part of AB InBev deal)
Caesars Entertainment $30m
Castrol $4m
Cineplex $5m
DeliverLean $2.5m
EA Sports $7m
Extreme Networks $4m
Fanatics Authentic $15m
Footprint $5m
Frito-Lay $100m (part of PepsiCo deal)
Gateway Casinos & Entertainment $12m
Gatorade $100m (part of PepsiCo deal)
H&M $7m
Lime-A-Rita $230m (part of AB InBev deal)
Lowes $6m
Marriott Hotels & Resorts $3m
Nationwide Insurance $2m
New Era $8m
Nike $120m
Nokian Tyres $1m
Oakley $75m
Pepsi $100m
Pizza Hut $5m
Procter & Gamble $15m
Quaker Oats $100m (part of PepsiCo deal)
Rocket Mortgage $3m
SaferWatch $2.5m
Sleep Number $4m
Sportradar $2m
Ticketmaster $1.5m
Timex $2.5m
Tropicana $100m (part of PepsiCo deal)
Truist Financial Corporation $5m
Verizon $300m
Visa $8m



If you’re struggling to reach the right prospects, convert them into partners, or retain your sponsors, Tandem Partnerships can help. We have the connections, team, and resources you need!

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